Master’s Dissertation: The Role of 3D and AR in Luxury Fashion Social Media Campaigns
About the Project
This dissertation investigates how 3D and Augmented Reality (AR) technologies are transforming luxury ready-to-wear (RTW) brand marketing, particularly in engaging Generation Z consumers. While previous studies have primarily explored 3D and AR for product visualization, this study examines how these technologies enhance brand identity, create immersive storytelling experiences, and foster emotional connections with audiences.
With Gen Z prioritizing innovation, interactivity, and digital engagement, luxury brands must go beyond traditional visuals and integrate immersive digital experiences to remain competitive. Using Schmitt’s Strategic Experiential Modules (SEM) framework, this research analyzes how sensory, emotional, and cognitive engagement influence consumer perception and how brands can leverage 3D and AR to craft compelling narratives that align with their identity.
Key Findings
The study highlights how 3D and AR technologies redefine luxury marketing, particularly in:
Immersive Brand Worlds: These technologies allow brands to create dynamic and interactive digital spaces that reinforce brand identity beyond traditional imagery. For example, Jacquemus’s CGI campaign used oversized 3D objects to reflect its playful aesthetic, enhancing visual storytelling and engagement.
Enhanced Interaction & Engagement: AR campaigns, such as virtual try-ons or interactive brand elements, invite consumers to participate in digital experiences, making campaigns more memorable and shareable on social media.
Stronger Emotional Connection: By integrating brand-specific elements into 3D and AR experiences, luxury brands can evoke excitement, curiosity, and emotional engagement, strengthening consumer-brand relationships.
Increased Shareability & Virality: Visually engaging AR and 3D campaigns are more likely to go viral, especially on platforms like Instagram and TikTok, where Gen Z actively engages with interactive content.
Applying Schmitt’s SEM Framework to 3D & AR Marketing:
The findings suggest that Schmitt’s Strategic Experiential Modules (SEM) play a crucial role in shaping luxury brand campaigns using 3D and AR:
Sensory Engagement: High-quality 3D visuals and AR elements enhance brand aesthetics and immersive appeal.
Emotional Connection: Excitement and curiosity are key drivers of engagement, increasing brand affinity.
Cognitive Stimulation: Consumers perceive brands using 3D and AR as innovative, reinforcing brand relevance and appeal.
Behavioral Influence: While interactive campaigns encourage engagement, they do not always directly translate into purchases.
Relational Impact: Consumers feel more connected to brands using these technologies, but this does not necessarily lead to long-term loyalty, highlighting a need for sustained engagement strategies.
